Morocco marked the 2025 edition of the Consumer Electronics Show (CES) in Las Vegas, the world’s largest exhibition for technological innovation, which was held from January 7 to 10. Present at the Africa Pavilion, he highlighted his innovations in the fields of digital technology, mobility and the electronics industry. Through this presence, the Kingdom aimed to attract investments, establish strategic partnerships and assert its role as a major technological hub in Africa.
The Consumer Electronics Show (CES) 2025 in Las Vegas in the United States brought together 141,000 visitors and 4,500 exhibitors, including 1,400 startups, from January 7 to 10, coming from all walks of life to unveil the latest technological innovations in various fields. This show, a true global showcase of advances in technology, allowed players in the sector to present the most promising products and solutions in various sectors such as artificial intelligence (AI), mobility, connected home and green technologies.
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Morocco stands out
Among the most notable delegations, that of Morocco stood out for its strong presence and the quality of the innovations presented. Led by the Moroccan Agency for Investment and Export Development (AMDIE), the Moroccan delegation occupied a pride of place within the Africa Pavilion, a strategic space reserved for the countries of the continent to highlight their innovations.
This participation is part of a well-defined national strategy which aims to strengthen Morocco’s positioning in sectors of the future, such as electronics, digital and electric mobility. By showing its achievements in these areas, the Kingdom aims to position itself as a major player on the technological scene, on an international scale. Morocco has therefore used this platform to not only exhibit its innovations, but also to attract investments, establish strategic partnerships and assert its image as a technological hub in Africa.
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Moroccan startups in the spotlight
One of the great successes of Moroccan participation in CES 2025 was to highlight the country’s startups, thus illustrating the vitality of the Moroccan entrepreneurial ecosystem, particularly in the digital, agritech, energy and health tech. These young companies are driven by a desire for innovation and a desire to transform social and economic challenges into technological opportunities.
The exhibition of Moroccan startups was facilitated by the “Star Venture” program of the European Bank for Reconstruction and Development (EBRD). This program supports high-potential startups by providing them with the resources necessary to develop internationally. Among the Moroccan companies that have stood out, we find names like Alya, specializing in AI solutions for business optimization, or DeepLeaf, which applies artificial intelligence and green technologies for environmentally friendly solutions. ‘environment. Jodoor, which develops connected agricultural solutions, Jobzyn, a digital HR platform, and JoroCash, a fintech dedicated to financial inclusion, also made a good impression, as did Koding Schools, which offers programming training to develop digital skills young people.
These start-ups reflect not only the diversity of the Moroccan technological sector, but also the creativity and daring of the Kingdom’s entrepreneurs. Their presence at CES 2025 testifies to the rise of technological entrepreneurship in Morocco, a growing sector thanks to the support of public institutions, private investors and support programs such as “Star Venture”.
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Artificial intelligence at the heart of CES
-One of the big takeaways from this edition was the overwhelming dominance of artificial intelligence (AI), robotics and electric mobility. These technologies, at the heart of companies’ concerns, are redefining the contours of industries and opening up new perspectives for the future. CES 2025 made it possible to observe a technological convergence where these different fields interact and complement each other, in particular through the integration of AI in consumer products for the general public or in mobility solutions. As a result, AI dominated the discussions and presentations, becoming an essential component of almost every innovation presented. From connected health to mobility, cybersecurity and entertainment, artificial intelligence has emerged as the key technology for the future.
One of the highlights of this edition was also the speech by Jensen Huang, CEO of NVIDIA. During his keynote, Huang presented an ambitious vision for the future of AI, emphasizing the importance of supercomputers and high-performance AI models in scientific research and industrial applications. He insisted on the enormous potential of these technologies to transform the world of business and research.
Another major announcement was that of NVIDIA regarding Project DIGITS, a PC specifically designed for deep learning applications. Featuring the new GB10 Grace Blackwell Superchip, this revolutionary PC can process AI models with up to 200 billion parameters, in a compact format designed for developers and research laboratories. This type of product illustrates the enormous growing demand for increasingly powerful technologies tailored to the specific needs of AI sectors.
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The big announcements of the event
Announcements from CES 2025 have been numerous and varied, covering a wide range of technology sectors. In the automotive field, Sony and Honda presented their Afeela concept car, an electric and autonomous vehicle equipped with an augmented reality interface. This vehicle also includes conversational AI that improves the user experience by enabling more fluid and intuitive interaction with the vehicle. Hyundai, for its part, unveiled an ambitious project for autonomous flying taxis, with the first entry into service planned for 2030, thus announcing a new era for urban mobility.
The connected home also occupied an important place at CES 2025. Samsung launched its “AI for All” concept, a connected ecosystem where artificial intelligence manages all home devices to offer a simpler and smarter living experience. . Among the notable innovations, intelligent refrigerators capable of analyzing their contents and offering adapted recipes, ultra-bright OLED televisions and autonomous domestic robots were presented. These products are part of a vision of the smart home that is increasingly connected and optimized by AI.
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Amazing and futuristic innovations
Apart from the big announcements, CES 2025 was also marked by more astonishing and futuristic innovations. For example, the Nuwa Pen, a smart pen that can scan handwriting in real time and send it directly to a connected device, has attracted attention. Similarly, AR Vision augmented reality glasses have attracted strong interest, providing an immersive experience without requiring a smartphone. Finally, in the field of gaming, the Razer chair with integrated thermal control has won over gamers, allowing them to adapt the temperature of their seat for total immersion.
These innovations, although they may seem anecdotal, demonstrate the enthusiasm of companies for AI and the way in which this technology is integrated into all aspects of our daily lives. They also illustrate the desire of companies to explore new technological terrains to improve our lives in subtle but significant ways.
